Just a few weeks ago, I was completely overwhelmed and delighted when a queue of around 600 people snaked around the Coach store on Regent Street for an event Who What Wear UK was hosting with the brand. I was concerned about the frostbite factor for anyone waiting (everyone got in; don't worry), but I was also bowled over by the enthusiasm and coolness of everyone I met that evening.
It was such a pleasure talking to (read: drilling) our super-fans for information. What did they love? What do they want more of? How can we be better serving them? Because after all, that's what our editorial team is here for: to help you indulge in your fashion love and develop your personal style, to have interesting things to talk about in regards to fashion, and to feel entirely clued up every damn day.
One girl—a bright, stylish, fun girl we all instantly fell in love with—exclaimed: "I don't need coffee in the morning; I just read Who What Wear." I wanted to hug her and run to the nearest T-shirt printers to have this forever etched into something. It's precisely how I've always felt about this brand, and I'm glad so many of you do too, which is why we're taking a whole month this April to celebrate how awesome YOU are—even more so than usual.
We'll be featuring more and more of you on the site (and the truly obsessed will already know about our Instagram-filled #WentOutLikeThis gallery). We're also on hand to help you with your spring shopping plans, and we're also opening up our community to like-minded fashion lovers who are there to support you too: Head to Facebook and DM us your email address to join our "So… Should I Buy This" group to share your latest changing room and e-commerce adventures—our team will be doing the same because we're feeling pretty spendy.
Then there will be the myriad ways you can be more heroic in your fashion choices day-to-day. We'll be bringing you the definitive list of 50 classic items that will never die as a special bumper edition of our Survival of the Chicest franchise, as well as a constant stream of information in how you can buy consciously without losing any of your cool.
We'll be celebrating the world of fashion assistants, too, because without them, this industry would fall apart. Curve fashion will also be put under the spotlight, as we're assembling a team of experts to give candid, honest feedback to the brands and platforms that are potentially failing them.
But before all that, we wanted to let you in on our favourite follows. The below Instagram accounts are heroic in our eyes. Whether it's their singular artistic outlook, the inspiration they provide for our baskets or just the plain LOLs our team gets out them, we promise you'll enjoy them too.
This Austrian concept store features one of our favourite models almost every week—Erni Stollberg—and there's a fantastic backstory to the 95-year-old's rise to fashion fame.
Barely a day goes by where we don't marvel at the "fake" fashion imagery crafted by Freddie Smith. We love his highly-regrammable pics of the Queen, but this witty Olsens shot still has us in stitches.
Paris-based Ellie doesn't dress like other French girls, and for that reason alone we can't stop following her every move. Add that to the fact she can even turn a pit stop at a launderette look cool, and you can see why we enjoy working with her.
Who What Wear is know as being a cat person's" company internally, so it's no wonder Michele and Peach Bisaillon's surrealist artwork just gets our mood right every time. Pussycats in cool shades doing selfies—it doesn't get better.
Introducing the girl we all (not so secretly) want to be: Bettina is a ray of sunshine every time we meet. Fantastic style, an eternally optimistic outlook and a hard worker… major respect.